Power of the Brands – Online

Brand Brand BreakoutBreakout

Power of the Brand – eCommerce

2013 Brand Business Plan Goals:Grow Market ShareDrive BAR business Improve RevPAR premium

Remington Hotels 2013 GoalGrow Market Share Increase ADRGrow RPI

Power of the Brand - eCommerce

Hilton Sales WebMarketplace

Brand Communications: ESNOW, connect with Hampton,

enews@homewood

ES Online Media Center

Embassymeetings.com

BrandOnline Toolkits

Hotel website

Power of the Brand – eCommerce

Hotel Website – Your Virtual Sales ManagerCenter of our hotel’s online presence

Is it selling our hotel? Pictures and Content Every Page enhanced i.e. Dining, Plan An Event, Things To Do Group Value Dates POGS – create our own event for need period/support an existing event

for client Point of Interest Packages = greater SEO value. QUALITY not

QUANITY Retail Rail – POI Package or Lead Rates for target segment to address

need period

Power of the Brand - eCommerce

Retail rail here—gvd here?

Power of the Brand - eCommerce

Power of the Brand – eCommerce

Brand Online Toolkits MORE, Hampton & Homewood Online Toolkit

New Templates for Sales FlyersSocial Media Request Form – hotel stories posted on brand

Social Media Outlets i.e. AES “Butch and Sundance”, PHI “Mr. Emerson”

HHonors Monthly Statement request form- every hotel submits an offer every month through EDGE

New Embassy Transactional Emails New Suite Hotel Deals

Power of the Brand - eCommerce

Power of the Brand – eCommerce

Suite Hotel Deals

Power of the Brand – eCommerce

Embassymeetings.com

Embassymeetings.com

Brand placement in top publications such as Successful Meetings, Meetings & Conventions, Connect and One+.

Brand purchase of enhanced listings in Cvent, StarCite and Lanyon Direct Link to Hotel’s Plan An Event Page and Group Value Dates Onsite Promotions and regular Featured City

Power of the Brand – eCommerce

Online Media CenterSocial Focus- to engage and make aware

Press Releases and stories– FLA and St. Mary’s Food bank, VES and Community Food Bank of Clark County, PHI and Mr. Emerson

Lead source – Travel Blogger saw SYR Media Center and inquired about packages.

Online Fact sheets deleted and direct link to our WebsiteSend human interest, stories of great customer service, etc

etc

Power of the Brand – eCommerce

Brand Communications i.e. Embassy NOW

Brand news updateSocial media trends update in Embassy NOW.Proving social media program results updates in Embassy

NOW 

Power of the Brand - eCommerce

Powered by StarCiteHotel Smart Sheet for Hilton Worldwide Sales Steam Internal Need Dates viewed by Hilton Worldwide Sales Team on

SalesWebGroup Value Dates displayed on StarCite and Brand.com sitesGroupQ - Receive and respond to online Leads from StarCite

and Brand.com

Power of the Brand – eCommerce

Hotel’s Marketing / Media Plan(how’d we get here?)

Definition from salesforce.com – Media Planning Group“The purpose of the media plan is to conceive analyze and

creatively select channels of communication that will direct advertising messages to the right people in the right places at the right time.”

Sound Familiar?

Power of the Brand – eCommerce

Hotel’s Media Plan

Sell the right room to the right guest (segment) at the right rate at the right time.

Media Plan is our road map:Which Media?To Whom?What time of year?How often?

Power of the Brand - eCommerce

Power of the Brand - eCommerce

ADR growth through eCommerce ?

One Point Increase for (Positive) Reviews allows for an 11.2% Rate Increase*

* Cornell Center for Hospitality Research 11/28/12

Online ADR results 2012 vs 2011Hampton Inn + $6.52Homewood Suites +$12.40Embassy Suites + $10.73